Here’s an article on Search Engine Land about Woot.com an ecommerce site that has done some creative things to make their site unique, helpful and fun and at the same time created a large social presence with lots of fans.
Deal a day
They engage their customers with creative copywriting, blogging, contests and social network updates.
Community forum comments placed on the web site: Unfiltered comments and recommendations. Woot staffers select the best or most helpful comments and pull them through to the homepage to help educate users with more than just the cookie-cutter item description (You could do something similar for specific items to help shoppers decide to buy and help make your products pages more unique for search engines if you can add them in a search engine friendly manner).
Customer centric blog: Features daily deals. Also features fun, games, contests and industry news. The content on the blog is actually really interesting, The purpose of the blog isn’t to cram product down the throats of readers, rather to retain customers… something uncommon on most e-commerce sites.
Special content for Twitter followers.
Most of the best retail ecommerce sites achieve conversion rates within the industry average of about 1.5 to 3%.
You can increase ecommerce conversions 2-4x by ensuring your company’s personality shines through on your web site, showing your visitors what makes you different and why they should buy from you, while helping them decide what to buy.
At the same time you’ll likely see improvements in organic search results because of the unique content you’ll add to your web site.
Zappos has grown from $1 million to over $1 billion in just 10 ten years by striving to provide the best customer service possible. Much of Zappos’ billion dollar business comes from happy repeat customers and word of mouth.
You can learn lot from Zappos on how to build a successful business, especially if you run a retail ecommerce business.